Site Mobile Navigation

Foundation Testing Potential of Philanthropy via Internet

The Case Foundation is embarking on an effort to test the potential of citizen-led philanthropy via the Internet.

Starting at 3 p.m. on Thursday, readers of Parade magazine and members of the Causes section of the Facebook Web site can enter a contest to win a total of $500,000 and $250,000, for their favorite charities, provided by Case.

The prizes will go to the charities and causes that attract the greatest numbers of unique donors, rather than the one that raises the most money.

“Philanthropy shouldn’t be defined as a bunch of rich people writing big checks,” said Jean Case, who founded the Case Foundation with her husband, Steve, founder of America Online. “Small amounts of money given by large numbers of individuals can be combined to do great things.”

Randy Siegel, publisher of Parade, said he saw the program as “a wonderful way to give our 70 million readers a firsthand look at how the Internet and technology have revolutionized charitable giving.”

An error has occurred. Please try again later.

You are already subscribed to this email.

The foundation has also put money into developing ThinkMTV.com, a networking site aimed at increasing youth activism. And on its own site, casefoundation.org, it offers holiday gift ideas with charitable components, as well as links to the Causes and Parade sites.

“We’ve always asked how we can leverage our resources to engage a larger population, how can we get the most Americans involved in charitable giving and action,” Ms. Case said.

The amounts raised through new technologies and online networks have been modest. The top “cause” listed on Causes, support for breast cancer research, has attracted 2.8 million members, raising an average of 2 cents a member, or a total of $52,240, for Brigham and Women’s Hospital.

Proponents say the Internet has been useful in attracting people to sign petitions and attend rallies and demonstrations, if not in generating big donations.

“The tools and technologies are still evolving, and we’re still trying to figure out how it works,” said Beth Kanter, an expert on nonprofits and technology.

Sean Parker and Joe Green, founders of Project Agape, the start-up that created the Causes application, said their primary goal since Causes went live in May has simply been to prove it could attract millions of users.